This post is for beginners who are new to the Google advertising platform Google Ads previously known as Adwords and looking for Adwords tutorial on how to create or set up a Google Adwords account and search campaign.
I will walk you through a step by step process to create Adwords account without a credit card and setup ppc campaign for the first time in the new Google Ads interface.
This year when Google announced that from 24 July 2018 Google Adwords will be Google Ads. This update has not only changed the name of their advertising platform but interface too which has created a problem for a lots of beginners to set up a new campaign.
Therefore, I have come up with an idea of a blog post to help beginners set up an account and create a campaign in Google Ads new interface.
In order, to set up a Google Adwords account you need to have a Gmail account and if you already have a Gmail account than straightway jump to Step 1.
If you don’t have a Gmail account yet then jump over to https://www.google.co.in and click “Sign In” and you will be presented with an option “Create Account”, click on it and fill all the required details.
Follow the steps given below to set up your Google Adwords account in new interface:
STEP 1) Visit Google Adwords
Visit Google Adwords website which is https://ads.google.com/ to set up an account. It will look something like this as shown in the image below.
STEP 2) Sign Up
I noticed that after clicking on “Start Now” button users are directed to different pages such as some see page as shown in fig (1) and others see page as shown in fig (2). So, to make your life easy, I have added easy follow to steps for both kind of pages whichever page you come across after clicking on the “Start Now” button just follow the instructions given below.
Instruction to follow when you see page as shown in fig (1)
Click on the “Start Now” button and log in with your Gmail, you will be taken to “Welcome to Google Ads” page as shown below.
Before you take any action let me tell you that there are 2 ways to setup Adwords account –
1) Adwords guided setup
2) Skip the guided setup [Recommended]
I would suggest to go with the recommend method by clicking on “Skip the guided setup” option on “Welcome to Google Ads” page.
Once you click on the skip the guided setup option, you will be directed to “Hello, and welcome to Google Ads” page and by default, Google will fill all the details for you from your Gmail account such as email, country, time zone, and currency.
Click on “save and continue” and you will be directed to “Overview” screen of the new Google Ads interface.
Hurrah! You have created your first Google Adwords account in the new interface in just a few steps. However, there are lots of work needed to create your campaign and make your account up and running.
Instruction to follow when you see page as shown in fig (2)
To start click on the “Start Now” button and log in with your Gmail, you will be taken to “What’s your main advertising goal?” page as shown below:
Click on “Experienced with Google Ads” option on the page. Once you click on the “Experienced with Google Ads” option, you will be directed to “Select a campaign type” page as shown in the step 3.
STEP 3) Create the Google Adwords Campaign
If you notice, Google Ads is again given you option to choose:
(i) Select a campaign
(ii) Create an account without a campaign
Many new beginners get stuck here because they don’t know what to do from here which option to choose and why.
Let me know explain you what both the option means – If you choose to “create an account without a campaign” you will be directed to a billing page where you need to add your business information and payment method without which you can’t proceed. And, I personally, don’t recommend this method to beginners who are new to Adwords and still learning.
Another option is by “selecting a campaign” which is the method I recommended as it gives you freedom to create your campaign first and add payment method later.
Let’s start creating your first Google Adwords campaign by choosing “Search” campaign type from the given option – Search, Display, Universal, Shopping, and Video.
Click on “Search” and choose the goal you want to achieve from the list of given option such as sales, leads, and website traffic. Let’s assume your goal is to get sales by running search ads.
Click on “Sales” option and it will give you more option such as Website visits, Phone calls, and App downloads. Select the option you want to go with, in this case, I have chosen website visits I want users to visit the website to know more about the products/services which I offer.
Once you click on “website visits” it will ask you to add website URL which you want to promote. However, if you want you can skip adding website URL for now as you can add it later also. Click “Continue” and you will taken on seemingly overwhelming screen with lots of different option to fill on the campaign settings page.
To create a campaign you need to fill all the required information given on the campaign settings page such as campaign name, networks, locations, budget, bidding and more.
In the beginning, when I was learning adwords and came across campaign setting page, I was totally lost with lots of questions in the mind like what to do with so many options, how to use it, how these options work, etc.
But, you don’t worry I will take you through each option step by step and explain all them in details so you know how to use all these options and what you need to do to make your campaign as profitable as possible.
Before creating your first campaign it is very necessary to know how you understand your business and structure of your business and this is going to give you a lot of information about what types of campaigns you want to create and target.
One of the best way to figure out how your account structure should look like is to go to the website and look at the navigational structure of your website.
As I said earlier, lots of beginner do over thinking at this stage with different permutation and combination. Should I do this or that…..believe me, over thinking and overanalyzing is too much?
I would say STOP over thinking and Just Do It.
i) Campaign Name – How to choose a campaign name?
While creating the campaign the first step is to name the campaign. Now we can’t name the campaign unless and until we know what our campaign is going to be.
Remember, we discuss about the hierarchy of the website and deciding on a campaign structure, it helps you to know which campaign you should create and what you should name it.
For instance, take a look at the website which I choose to create a campaign. Audio Check is an e-commerce website which sells high-end speakers, soundbars, network audio, wireless audio, and more. They have different categories for different products on the website.
In this case, what I have decided is to create a different campaign for different categories on the website.
As I decided to create the campaign with speaker category, the name of the campaign will be “Speakers”. Now you know how I got this campaign idea? From website structure.
Apart from this, you can also go ahead with historical data and find out which are your fast moving products, so you can create campaign for the same category/products as you know that there is a good demand for the same.
ii) Networks –
The Google network is divided into 2 groups:
1) Search Network and 2) Display Network.
By default, new ad campaigns are set up to show ads on Search Network and Display Network. There is a reason for the same, do you know why? Because search with display campaign is going to spend more and it’s not going to be that effective. So, we will uncheck “Display Network” and move to the next section as shown.
Google allows us to configure location setting according to our needs and as a business you should know what is our target location.
If you don’t know which location you should target; check your company historical data such as clients list, customers list and so on, as it will help you to find out where your buyers are located and from where you get business.
If your customers are all over the country select “India” from the option, else type in the name of city or state by choosing “Enter another location” option if you sell products/services in certain part of the country.
Apart from this, you can also target and exclude users by location and radius. Just click on “advanced search” option and you will be directed to below screen.
To target or exclude just type the name of the city, state or country, and click on the respective buttons. For instance, I have targeted “India” but excluded “Chennai” as shown below.
After choosing the location, you need to tell Google who should see your ads, people physically located in your target location or the places that they are interested in.
You can do this by clicking on “Location options” choosing any one of the option under “Target” and “Exclude” as show in the below image.
You will see that by default recommended options are selected under target and exclude. But the question is should you go ahead with recommend option by Google? The answer is No.
Before knowing why you should not go with Google’s recommendation. Let’s understand what all these options means and how they work:
People in, or who show interest in, your targeted locations (recommended) – The person does not have to actually be in your target location to see your ads.
People in your targeted locations – Show your ads only to users who are physically located in your targeted location.
People searching for your targeted locations – Show your ads to anyone who shows interest in your targeted location by either searching for, viewing content about or having settings related to the targeted location.
People in, or who show interest in, your excluded locations (recommended) – If your keyword is “cranes on rent” and you exclude location Pune, your ads won’t show for “cranes on rent” if the user is in Pune, and your ads also won’t show if a user is in another state and searches for “cranes on rent in pune”.
People in your excluded locations – In the same way, using the above example, if a user outside of Pune searches for “cranes on rent in pune”, your ads will be eligible to show.
So now you must have understood each and every option given under target and exclude, so with which option you should go ahead it all depends on your situation but the ideal options are the one I have selected as you can see in the screenshot above.
It’s very simple and straightforward just select the language you want to choose. Mostly, the advertiser chooses English as this is the default language settings of all the browsers.
As you have selected the location now it’s time to decide the budget for the campaign. This can be straightforward as what you have decided to spend on Adwords on daily basis and it can anything Rs 300 or 500 a day. It all depends on your marketing goals and with what budget you want to start in the beginning.
Another way to get budget estimation is to create a list of keywords for which you want to bid and achieve your advertising goals. Once you have finalized the list of keywords go to Google’s Keyword Planner which is located under the tool’s tab in your Adwords dashboard.
Click on Keyword Planner option and you will come across this screen with options of “Find keywords” and “Get search volume and forecasts”.
If you don’t have keywords list created go to “Find Keywords” option and add few keywords related to your business and Google will come up with a list of keyword ideas related to your keyword with bidding.
Apart from this, it also shows you bidding for the keywords you have added and other ideas generated by the Keyword Planner tool. You can use this information in the bidding section which is after budget such as how much you are willing to pay per click for each keyword.
And if you already have list of keywords click on “Get search volume and forecast” option and add list of keywords.
Click on “Get Started” and you will be presented with information for the list of keywords such as how many clicks you will receive for the keywords, impression, cost and more.
As you can see for the above keywords it is showing that your daily budget should be Rs 770. However, all these estimates are for a broad match type the cost can be reduced drastically by using different match types such as “Exact” and “Phrase”, once you get the data how people search for the information.
Once you have decided on the budget enter it and choose the option delivery method.
There are 2 types of delivery method – Standard and Accelerated. Let me explain to you how both the delivery method works through graphical representation:
Standard delivery means that your ads will show evenly through the day within your budget.
Accelerated delivery means that your budget will be spent as quickly as possible.
Tip: Always start with standard delivery if your budget is fixed.
What should be the default bid and how to figure out the bid for your campaign? This is the question every beginner ask while creating the first Google Adwords campaign.
If this is the new account there is no way, but you can try Google Adwords Keyword tools like Keyword Planner, SEMrush, and SpyFu to find out how other users are bidding on your target keywords. You can find the bidding for each keyword from Keyword Planner as explained in budget section.
When you are at bidding option click on “Select a bid strategy directly” and it will take you to “Select your bid strategy” option.
Click on the drop-down list and select “Manual CPC”. Manual cost per click (CPC) is the most recommend option by any Adwords advertiser because it gives you full control on how much you want to spend on each keyword.
vii) Start and end dates
Here you can set start and end dates in case you want to stop your campaign on a particular day. However, if you are running this campaign for long run you can choose the option “None”.
You can skip “Dynamic Search Ads” and “Audiences” section as there is nothing much to do with these option for beginners.
In this section, we will discuss on how to make the most of different kinds of extension such as sitelink, callout, call, structured snippet, app, message, location, promotion, and price extension.
Don’t make mistake of using all the extension in your campaign altogether, but use them wisely whenever required according to your requirement. I will show you how to use extensions which are widely use such as sitelink, callout and call extension.
- Sitelink Extensions – Add additional links to your ad
Make your ads more prominent by adding sitelink extension. Sitelink extension enhances your text ads with more information that’s relevant to your potential website visitors. They also offer more context which allows your customers to know what you offer and learn about your business before clicking the ad.
Here are few benefits of sitelink extensions:
• More SERP space which pushed competitor ads further down the page
• Gives more option and access to inner pages such as product specific pages, faq’s, contact us, etc
• Increase quality score
• Clickable links with headlines and description
• Increases CTR
Example of Sitelinks Extension:
To add sitelink click on “+ New Sitelink Extension” and a form will appear. As you can see that there are lots of option such as sitelink text, description 1 & 2, and final URL. But, you need to fill just sitelink text and URL fields.
Tip: Every sitelink extension should be different, no repetition of text and third-party URL.
- Callout Extensions – Add more business information to your ad
Callout extensions are similar to sitelinks, but without links. This extension gives you more opportunity to grab users attention by highlighting benefits, features, and product details such as free shipping, warranty, lowest price, etc.
To add this extension click on call out extension option and you will see the screen with the option to add new callout extension. click on “+ New Callout Extension” and add callouts.
Example of Callout Extension:
If you don’t have any idea what callout is and want to know more about it? Check out the blog post 107 Callout Extension Examples.
Tip: Always try to use callouts for highlighting products features and benefits
- Call Extensions – Add a phone number to your ad
The advantage of call extension is that on a mobile device this extension turns into a clickable button, so a user can get in touch with just a click.
However, on tablet and desktop it shows the phone number which is not clickable. It also gives a user an option to connect with you to know more about your business, products or services on a call before making any purchase decision.
To add call extension click on call extension option and you will see the screen with the option to add new call extension. Click on “+ New Call Extension”, select country, add phone number, keep call reporting on, check count conversion as Calls from ads and click “save”.
Example of Call Extension on Mobile and Desktop:
Once you have added all the extension in the campaign click on “Save and Continue”.
You have created your first search campaign on Google Adwords.
There are lots of other option which you can implement while creating campaigns on Adwords once you get used to all the to options and adwords interface. However, I recommend that you start with these options which are enough to keep your campaign up and running.
Have questions or enjoyed the blog posts? Either way, I’d like to hear from you. So go ahead and leave a comment below.